Data Mining and Market Intelligence for Optimal Marketing Returns

1st Edition

Authors: Susan Chiu Domingo Tavella
Hardcover ISBN: 9780750682343
Imprint: Butterworth-Heinemann
Published Date: 22nd May 2008
Page Count: 296

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Description

The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners.

Key Features

  • Provides a dual treatment of market research and data mining
  • Uses a how-to approach for professionals with illustrative case studies in addition to theory
  • Includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure

Readership

Primary audience: Marketing and sales executives; marketing researchers Secondary audience: Marketing specialty MBA students

Table of Contents

Chapter 1: Introduction to Strategic Importance of Metrics, Marketing Research and Data Mining in Today's Marketing World The Role of Metrics The Role of Research The Role of Data Mining An Effective Eight-Step Process for Incorporating Metrics, Research and Data Mining into Marketing Planning and Execution

  • Step One: Identifying Key Stakeholders and their Business Objectives
  • Step Two: Selecting Appropriate Metrics tp Measure Marketing Success
  • Step Three: Assessing the Market Opportunity
  • Step Four: Conducting Competitive Analysis
  • Step Five: Deriving Optimal Marketing Spending and Media Mix
  • Step Six: Leveraging Data Mining for Optimization and Getting Early Buy-In and Feedback from Key Stakeholders
  • Step Seven: Tracking and Comparison of Metric Goals and Results
  • Step Eight: Incorporating the Learninng into the Next Round of Market Planning Integration of Market Intelligence and Databases Cultivating Adoption of Metrics, Research and Data Mining in the Corporate Structure

Chapter 2 Market Spending Models and Optimization Marketing Spending Model

  • Static Models
  • Dynamic Models Marketing Spending Models and Corporate Finance
  • A Framework for Corporate Performance Marketing Effort Integration

Chapter 3: Metrics Overview Common Metrics for Measuring Returns and Investments Developing a Formula for Return on Investment Common ROI Tracking Challenges Process for Identifying Appropriate Metrics Differentiating Return Metrics from Operational Metrics

Chapter 4: Multi-channel Campaign Performance Reporting a

Details

No. of pages:
296
Language:
English
Copyright:
© Butterworth-Heinemann 2008
Published:
Imprint:
Butterworth-Heinemann
Hardcover ISBN:
9780750682343

About the Author

Susan Chiu

Director of Business Intelligence Center at Ingram Micro, Inc., where she is responsible for advanced analytics and marketing research consulting. Susan Chiu has over 15 years of quantitative marketing research experience and has held positions in analytics, data mining, and business intelligence with Cisco Systems, Wells Fargo, Providian Bancorp, and Safeway Corporation. Susan Chiu has a Masters degree in Statistics from Stanford University.

Affiliations and Expertise

Director of Business Intelligence Center at Ingram Micro, Inc.

Domingo Tavella

Domingo Tavella is Adjunct Professor at Berkeley s Haas School of Business, where he teaches quantitative finance at the Masters in Financial Engineering program. He is also president of Octanti Associates, a boutique consulting firm in quantitative techniques for financial risk modelling. Domingo Tavella has extensive expertise in data analysis and modelling techniques applied to a large variety of situations, ranging from business issues to complex engineering problems. Prior to his involvement with UC Berkeley and the finance world, Domingo Tavella was a senior scientist at NASA Ames Research Center, where he pioneered the application of distributed supercomputing in solving aeronautical engineering problems. He has written two successful books on quantitative modelling applied to finance (Wiley and Sons). Domingo holds a Ph.D. in Aeronautical Engineering from Stanford University and an MBA from UC Berkeley.

Affiliations and Expertise

Adjunct Professor at Berkeley’s Haas School of Business, Masters in Financial Engineering program; president of Octanti Associates

Reviews

“This book is a must read. It shows you how you can transform data into winning marketing strategies. The trend towards marketing science is certain and this book provides a systematic framework for firms to bring science into marketing decisions.” Teck H. Ho, Professor of Marketing, Haas School of Business, University of California, Berkeley "Susan Chiu and Domingo Tavella present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners." Mike Milligan, Vice President, Marketing Communications, The Xerox Corporation “This book is an excellent no-frills one stop shop for proven approaches to quantitative marketing and should be a valuable reference to practitioners who subscribe to the notion that data-driven decisions are critical to mounting successful marketing campaigns in today’s crowded marketplace. The authors’ emphasis on practical application of analytics and detailed discussions of the relevant business issues through real-world business examples make this book a useful and immediately applicable resource for tackling today’s quantitative marketing challenges.” Albert Thong, Director, Business Marketing Operations, Cisco Systems